Ever feel like you’re sitting on a goldmine of marketing data but have no idea how to actually use it?
Friend, you’re not alone!
I hear this all the time: “I set up Google Analytics, I’ve got Search Console running, but now I’m just staring at all these numbers wondering what the heck to do with them!“
If that sounds familiar, you’re in the right place. Let’s turn those numbers into actual business decisions you can feel confident about!
Why Most People Get Stuck After Setting Up Marketing Analytics
Here’s the thing about marketing data – having it is only half the battle.
Most business owners get stuck because they aren’t sure how to use it!
- There’s SO much information coming from different places (Google Analytics, social media insights, email stats… it’s a lot!)
- You’re not sure which numbers actually matter for YOUR business
- You don’t have a clear process for analyzing what you’re seeing
- You’re worried about making the wrong decisions based on the data
- There are so many possible actions you could take, it’s overwhelming to choose
But what if I told you there’s a simple way to make sense of all those numbers?
The 3T Method™ for Making Better Decisions Using Your Marketing Data
Instead of getting lost in endless metrics, let’s focus on a simple three-step process I use with my clients to turn data into action:
1. Track
First, make sure you’re measuring what actually matters.
Ask yourself:
- Are these metrics aligned with MY business goals? (Emphasis on the “my.” What you track might be different from what your business bestie tracks and that’s OKAY! Everyone has different goals.)
- Am I tracking the right things in the right way?
- Do I have clean data I can trust?
2. Try
This is where you run your marketing experiments:
- Set clear parameters for what you’re testing
- Document your process
- Give the experiment enough time to gather meaningful data
Let’s talk a little more about that last point there… this is one of the biggest mistakes that I see business owners making when it comes to tracking their marketing data! They don’t give their experiment enough TIME.
And let me just be clear – marketing experiments aren’t always fun and that’s okay!
3. Tweak
Now comes the fun part – using your data to make better decisions!
Ask yourself:
- What patterns do you notice?
- Which marketing efforts directly affect your numbers?
- Do you enjoy these effective strategies?
- How could you improve them further?
The goal with data driven decisions isn’t to make the perfect decision.
It’s to use the information that we have now to make the best decisions!
How to Actually Use Your Marketing Data (Real Examples)
Let’s make this super practical with some real-world examples:
Website Traffic Sources
Let’s say you notice a spike in traffic from Pinterest. Instead of just thinking “oh, neat!” dig deeper:
- Which pins are driving the most traffic?
- What topics are resonating?
- How can you create more content like that?
- Are these website visitors converting?
Content Performance
Maybe you see that your blog posts about a certain topic get way more engagement than your other topics.
Use this insight to:
- Create more content around this theme
- Develop related products or services, or improve the ones you already have
- Focus your social media content on this topic
Conversion Tracking
Let’s say your sales funnel is something like this:
Services Page > Contact Page > Call Booking
If you notice people are dropping off at a specific point in your sales funnel:
- Test different messaging at that point
- Simplify the process if possible
- Add more social proof where people seem hesitant
Common Pitfalls to Avoid When Using Your Marketing Data
I’ve seen plenty of business owners make these mistakes (and made some myself!) 🫠
- Making decisions too quickly (give your experiments time to show real results)
I’m not saying you have to draaaaaag things out, but you do need to give your efforts space to breathe.
- Changing too many things at once (how will you know what actually worked?)
Change one thing at a time, so that you can truly measure results. The goal here is to really be able to see what moves the needle. If you change a ton of things – you’ll have no clue what did the trick.
It’s kind of like if you want to improve your health so you start doing sooooo many things at once – eating healthier, working out, taking supplements. It’s hard to know which of your efforts is ACTUALLY working! The same is true for your marketing.
- Obsessing over vanity metrics (looking at you, Instagram followers!)
I know, I fall victim to this too! I want the things everyone else can see to look good. If you can remind yourself those aren’t the important things and keep putting one foot in front of the other doing the things that really do matter you’ll be in a much better spot, and future you will thank you!
- Forgetting about seasonal changes (December traffic ≠ July traffic)
And if you happen to be a parent, August/September traffic might not look great for you.
Or if you run a product based business December might be popppppin’ and July, not so much.
Work in the fitness industry? January is probably banging for you!
Your seasonal changes won’t look like everyone else’s and that’s okay – figure out your baseline and keep it in mind.
- Not considering external factors (like that time TikTok was banned for a day)
We can’t control things that are outside of our control, but we can make sure that we keep them in mind when they come up.
Creating Your Analytics Action Plan
Here’s the thing about marketing data – you can’t measure something that isn’t moving.
Think of it like watching a plant grow.
Checking your tiny seedling every hour won’t show you much change, but looking week over week?
Now that’s where you’ll see progress!
The speed at which you should review your marketing data depends on your volume.
The key to actually using your data is having a simple, consistent review process.
Ask yourself these questions to determine your ideal review schedule:
- How much marketing content are you publishing?
- What’s your current traffic volume?
- How often are you running campaigns?
- What’s your sales cycle length?
The goal isn’t to check your metrics as often as possible – it’s to check them often enough to make informed decisions without getting lost in the noise.
You can start with a longer review period and increase frequency as your volume grows.
Pro Tip: Even if you’re just starting out, get in the habit of regular reviews.
You’ll be so glad you started sooner rather than later noticing what’s working for your business!
When to Get Expert Help Using your Marketing Data
Sometimes you need a spotter in your marketing race. Just like a NASCAR driver has someone helping them find their best line around the track, having a guide through your marketing data can help you make faster, more confident decisions.
Here are some signs it might be time to bring in a marketing analytics partner:
You’re Drowning in Data
- You’ve got Google Analytics, social media insights, and email stats, but they all feel disconnected
- You spend hours trying to piece together where your leads are actually coming from
- You find yourself watching endless YouTube tutorials trying to figure out what all these numbers mean
- The thought of logging into Google Analytics makes you a little queasy 🫠
You’re Ready to Scale Strategically
- Your business is growing, and you know data needs to drive your next moves
- You want to be confident about where to invest your marketing budget
- You’re tired of making decisions based on hunches rather than facts
- You need to know exactly which marketing efforts are driving revenue
You Value Your Time
- You’d rather spend your energy serving clients than deciphering data
- The time you’re spending trying to figure out analytics could be better used elsewhere in your business
- You want automated systems that track your results without constant manual effort
- You need clear, actionable insights without the hours of analysis
You Want to Make Smart Marketing Investments
- You’re ready to invest in paid advertising but want to track ROI properly
- You need to know which marketing activities to double down on
- You want to stop wasting money on strategies that aren’t working
- You’re looking to optimize your existing marketing funnels
Think of it this way – Just like you don’t want your clients taking their own photos, cutting their own hair, or designing their own websites, sometimes it’s worth bringing in an expert to help you set up and interpret your marketing analytics properly.
The right marketing analytics partner will:
- Take the technical setup off your plate
- Help you understand what your numbers actually mean
- Guide you in making data-driven decisions
- Create systems that grow with your business
- Support you in achieving your unique business goals
Most importantly, they’ll help you turn your marketing data from overwhelming to empowering, so you can make confident decisions about where to spend your time, energy, and money.
Ready to Make Your Marketing Data Work for You?
If you’re nodding along thinking “yes, this is exactly what I need!” I’ve got two ways we can work together to turn your marketing data into your secret weapon for growth:
Option 1: Analytics Action Plan
Perfect for you if you want a clear roadmap for using your data to drive business decisions.
In this 90-minute intensive, we’ll:
- Review your current analytics
- Identify your most important metrics
- Develop an action plan for your next 90 days of marketing
- Discuss best practices for tracking your results
→ Click here to learn more about the Analytics Action Plan
Option 2: Custom Marketing Analytics Dashboard
Ready for a complete done-for-you solution? Inside this project, I’ll:
- Install and configure all your tracking tools properly
- Create a custom dashboard that shows exactly what matters for YOUR business
- Train you on how to read your data and make decisions
- Set up automated reporting so you always know what’s working
→ Click here to book a chat about a Custom Marketing Analytics Dashboard
Not sure which option is right for you?
You don’t have to keep guessing about what’s working in your marketing. Whether you’re ready to dive in with full support or just need a clear action plan to follow – I’m here to help you make confident, data-driven decisions that grow your business.
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